Lisa Williams: For a lot of people, when we're watching sports, it's really an extension of our sense of self. And because of that, the emotions that we experience aren't just on behalf of ourselves, but also on behalf of the team that we're watching. So the excitement on them winning is our excitement too, and the disappointment when they lose is felt as if it's our own disappointment. 

I think sport is a unique opportunity to connect with other people. There are some sports that are inherently social, like team sports, and that really brings people together in a unique way. Watching sports, being a fan of sports, actually provides a sense of social connection. 

In modern life, sometimes we don't have a lot of settings in which to do that. So sports is a uniquely social thing to follow and participate in. It's such an interesting question to think about maybe differences between what are called fair-weather fans and diehard fans. 

And I think what's interesting about the World Cup is that it's an example of sport at the elite level, similar to the Olympics, is it draws out this sense of national identity as well. So everyone is a citizen of a country, and if your country has made it to the World Cup, that alone is a reason to feel proud.  

So there's been some really fascinating research showing that as we do in sports, we understand how teams are performing. If communities understand how they're performing on usage of energy with the aim of reducing energy usage, communities follow that performance up and down, just like we do sports teams. So the more your own community is doing better, you get a sense of pride and continued effort, and maybe the disappointment that you feel when you're falling behind in that leaderboard might motivate more behaviour to do better.